The client had R&D’d a winning formula for a new lip plumping serum as part of a stable of beauty products they sell. With the strength of this particular product and initial research in regards to popularity and search it was decided to market this product under its own brand and site. The client gave us full creative control to build a brand around this new product. They required packaging design, brand identity, site front end and back end. As this was a fairly on-trend product the client also had time constraints as they were wanting to beat competitors to market.
Having previously worked with the client on other beauty products we had a pretty good idea as to who this product was for however we still conducted a strategy session to identify exactly who our target customer was and what would appeal to them, we also spent time analysing the use and benefits of the product to clarify what points to highlight to the customer. As the client was having custom bottle and packaging made for this product we took this as an opportunity to help show the luxe look of the product and connect the experience they have with opening the product with the effect it will have on their lips. We crafted a look and feel for the brand that their customers could identify with. An aspirational luscious look that will have their admirers addicted to their lips. We combined this luxe feel with a strong and clean design and font to show that they are in command of their looks and their life. As this was a new in-demand product we wanted to launch this store as a mono-product to minimise distraction and accelerate the buyer through the purchase journey with a streamlined design. With a product like this we wanted to ensure that any potential buyers were approached from as many different angles as possible. We focused on building partnership and ambassador programs for our target customers. Email automations, including abandoned cart, win-back, newsletter with discounts, post-purchase and repeat post-purchase were used. We incorporated a range of sequenced retargeting strategies across platforms /devices and also including sms. We also included backend apps to ensure suppliers were ready to scale as sales took off.